Aseem Shakti in Shark Tank India: The business which started as SHG group turned in the sales of crores

In the bustling city of Mumbai, where dreams collide with determination, a young female entrepreneur dared to reimagine one of India’s most cherished garments, the saree. Her startup, Aseem Shakti, is not just about fashion; it is a revolution. 

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Who is the founder of Aseem Shakti?

Swati Singh is the founder of Aseem Shakti, which is a clothing brand that makes Sarees for today’s working women.

Early Life and Entrepreneurship

Swati Singh never envisioned herself as a businesswoman. She started her career as a teacher, imparting spoken English skills to underprivileged students. While she found immense joy in teaching, she aspired for more and began preparing for the UPSC exams. During this phase, she was introduced to the concept of Self-Help Groups. It is a community-driven initiative where women support each other financially and professionally. So she called some woman at her home and shared the power and importance of the Self Help Group. Swati fondly calls them “Pushpa and Gang.” 

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The Entrepreneurship journey of Swati started with a problem when Swati saw Pushpa and Gang’s women talking in the street. One of her relatives was also there. These women, battling financial struggles, had resorted to participating in dangerous cosmetic patch tests for a livelihood. They were happy with the money they were getting as it was needed. She got to know about one incident, where a woman lost her ear due to a patch test gone wrong, which became the turning point for Swati. She realized she had to create a safe and sustainable means of employment for such women.

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This newfound understanding led her to bring together these women from lower-middle-class backgrounds to create something. 

Understanding that sewing was a skill most women in her community possessed, Swati decided to explore the idea of ready-to-wear sarees. She started the clothing brand “Aseem Shakti" in 201,8 which means limitless power. She started with social media orders like WhatsApp and Instagram. Their one viral video in 2021 showcasing her concept laid the foundation for the orders of Aseem Shakti. The brand offered a revolutionary product, a saree that could be draped in just 15 seconds, without the need for a petticoat, pins, or external assistance. And the best part is, It had pockets!

Swati’s startup has already made a significant mark. They sold over 10,000 sarees, and revenue grew from Rs 22 lakh in FY 22-23 to Rs 65 lakh in FY 23-24 and Rs 1.3 crore from April 2024. 95% of sales come from Aseem Shakti’s website, which recently launched on Myntra in September 2024. Currently, they employ 35 women and offer them stable livelihoods and financial independence.

The women behind Aseem Shakti now earn between Rs 24,000 and Rs 44,000 per month. This income enables them to support their families, fund their children’s education, and lead dignified lives.

Aseem Shakti in Shark Tank India

Swati’s entrepreneurial journey took center stage on Shark Tank India Season 4, where she confidently pitched her brand. She sought Rs 50 lakh in exchange for 2.5% equity, valuing her company at Rs 20 crore.

As she demonstrated the ease of wearing an Aseem Shakti saree, the sharks were visibly impressed. Vineeta Singh called it a “game-changer,” while Namita Thapar applauded the concept. However, when it came to the numbers, Swati faltered slightly, and some sharks backed out, citing valuation concerns.

Yet, her authenticity, vision, and social impact kept the discussion alive. Anupam Mittal recognized her potential and offered Rs 50 lakh for 10% equity. Swati, knowing that his expertise in marketing and finance would elevate her brand, accepted the deal. The pitch ended on a lighter note when Anupam wore an Aseem Shakti saree, evoking laughter and admiration from the panel.

Aseem Shakti is more than just a brand; it is a statement. It proves that traditional garments can evolve to fit modern needs without compromising cultural heritage. It is about making sarees not just fashionable but functional. Resilience is key. Swati faced setbacks but kept pushing forward, believing in her vision. Swati Singh is not just redefining how women wear sarees; she is transforming lives, one drape at a time.

Also Read: The Inspiring Journey of Karsanbhai Patel: From Door-to-Door Sales to the Owner of a $3.3 Billion.

Written By Manvi